effective communication to promote values-based (islamic) tourism
DESCRIPTION
The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of faith-driven consumer needs Halal food, prayer requirements, etc...). OIC destinations are key beneficiaries of this opportunity. However key questions remain on how best to address this market but not lose other audiences the OIC markets are interested in? Based on the acknowledgement of diversity in Muslim tourist customer needs as well as disctinct nature of OIC/Non-OIC destinations, the presentation gives key recommendations in regards to effectively communicating the Muslim travel market opportunity.TRANSCRIPT
1
Presented at:
The 1st OIC International Forum on Islamic Tourism
June 3rd, 2014, Jakarta, Indonesia
Presented by:
Effective Communication To Promote Islamic Tourism
OIC based hotels/resorts, airlines & destinations -
Practical considerations & brand positioning
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Effective Communication To Promote Islamic Tourism
The case for this opportunity is being made…
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Do all Muslims see this an important consideration while traveling?
Effective Communication To Promote Islamic Tourism
However, key communication concerns remain…
We are a OIC country. Wouldn't Muslim tourists already know us as being Muslim-friendly?
Does the label ‘Islamic Tourism’ even appeal to Muslim tourist?
How can we address this market but not loose our other audiences we are interested in?
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Effective Communication To Promote Islamic Tourism
First lets Define Core Islamic ‘Lifestyle’ Sectors
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The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 6
Effective Communication To Promote Islamic Tourism
Imperative to address ‘Structural’ needs first
1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
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1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
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Recommended communication strategy
•Airline specific? •Hotel/Resort Specific? •Destination specific?
Diversity of Needs:
Needs across airline, hotel, destination?
Joint report by : DinarStandard & Crescentrating
Question: Overall, which of the following are important to you when travelling for leisure?
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Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 10
Diversity of Needs:
Needs across airline, hotel, destination?
Which ones to prioritize/ emphasize?
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Diversity of Needs:
Shades of Awareness & Adoption
SPECTRUM OF NEED
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Diversity of Needs:
Shades of Awareness & Adoption: National Influence
Saudi Arabia Iran United Arab Emirates Indonesia Kuwait Turkey
Top Muslim Tourist Source Countries (From OIC, Outbound Expenditure 2011)
Germany Russia France United Kingdom Singapore United States
(From Non-OIC, Outbound Expenditure 2011)
Critical Nice-to-have No influence
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Diversity of Needs:
Distinctions in OIC & Non-OIC environments
OIC (Significant Muslim majority/strong affinity)
OIC (Sizeable Non-Muslim Minority/less affinity)
Non-OIC
Saudi Arabia/ Pakistan
Turkey/ Indonesia?
USA/France/ Australia
AIRLINES • On-plane prayer space; take-off prayer; Dry…
• Halal food; Dry?; Ramadan meals…
•MOML (‘Muslim meals); Airport prayer space
HOTELS/ RESORTS
• Prayer space; No inappropriate TV; women separate srvc…
• Halal food; Dry?; Ramadan meals…
•Halal food, Support services (i.e. Mosque direction)
DESTINATIONS • Assumed all ‘Halal’; Family-friendly…
• Halal food; family-friendly options; Gender options
•Halal food, Support guides…
1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
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Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 15
Structural Alignment
Identify target audience & their preferences
GCC represents 31% of the total Muslim travel expenditure while is approx. 3% of the global Muslim Ppn.
Muslim travelers from your regional flow
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Structural Alignment
Identify value-chain areas to address/highlight
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Structural Alignment
Select appropriate ‘structural’ areas to address
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Structural Alignment
Build/Highlight Trust & Authenticity elements
Certifications;
Other
Heritage sites;
Faith-based
cultural elements
Family interactions/
Profiles Leverage nations
brand identities
Highlight tourism
destinations
1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
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“O mankind! Lo! We have created you male and female,
and have made you nations and tribes that ye may know one another.
Lo! the noblest of you, in the sight of Allah, is the best in conduct. Lo! Allah is Knower, Aware.”
(Surah al-Hujurat (49:13)
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Effective Communication Inspired by an inclusive mission.
CORE ISLAMIC
TOURISM
MUSLIM TOURISTS –
STRUCTURAL ALIGNMENT
WITH VALUES & NEEDS
GLOBAL DESTINATION
APPEAL WITH FAMILY-FOCUS
• Hajj
• Ummrah
• Heritage
RECOMMENDATION:
Market positioning should
be ‘authentic’ and
‘inclusive’.
Positioning consideration:
• Family-friendly
• Halal & Wholesome food
• Ramadan/ Festival
specials
• Religious Heritage
• Eco-friendly
• Explore the world in
‘knowing one another’…
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Effective Communication Recommendation Market positioning: ‘Authentic' yet ‘Inclusive'
Integrated with
National campaigns…
•Values based appeal
•Highlight relevant
aspects (based on
structural priorities
framework)
Targeted ‘Muslim’
audience marketing
channels…
•Targeted ‘Muslim-
friendly tourism
platforms (e.g.
Crescentrating)
•Targeted religious
media (broadcast,
print, online..)
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Effective Communication Recommendation Marketing channels: National & Targeted
RECOMMENDATION: Targeted ‘Muslim’ audience marketing
channels and/or integrated with national campaigns
Hotels/ Resorts
Airlines
Destinations
Customer need/ prioritization
Your gap Your Structural alignment Strategy
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Effective Communication Recommendation Industry Specific: Structural alignment mapping
RECOMMENDATION: Hotels/Resorts, Airlines, & Destinations
should align structurally to customer needs
• Assist industry on prioritized audience segmentation; structural focus Drive Strategy
• Support development of structural credentials or highlighting and promoting existing ones (Halal food, heritage sites…)
Strengthen/Highlight Structural Credentials
• Create ‘exciting,’ initiatives/ campaigns focused on appealing to Islamic values (Nasheed festivals, **’Spend Ramadan in Indonesia,’ Medical tourism )
Create specific campaigns
• Integrate with national promotional campaigns with universal values-based messaging
Integrate with national campaigns
• Partner city Programs, Festivals, Exchange programs (promote ‘know one another.’)
Develop OIC Partnerships
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Effective Communication Recommendation Government role: Lead development through 5 areas
1
2
3 4
5
1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended strategy: ‘Authentic' yet ‘Inclusive'
Effective Communication To Promote Islamic Tourism
Three answers to leave with?
© DinarStandard 2005-2014 25 The 1st OIC International Forum on Islamic Tourism
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Lifestyle
Islamic
/Ethical
Finance
OIC
Economies
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